New whitepaper from Parks Associates and Rovi analyzes video-viewing activities, ad recall and response, and second-screen activities for connected-TV households

The number of North American households with a smart TV will reach 87 million by 2016, according to new research from Parks Associates, which today released a new whitepaper "Connected TV Environments: The Next Iteration of TV Advertising." This whitepaper, commissioned by Rovi, examines new opportunities in advertising based on the growing adoption and usage of connected TV platforms in the U.S. and Western Europe.

"Connected TV systems have the ability to change viewer perceptions of advertising," said Heather Way, senior research analyst, Parks Associates. "These systems enable advertising to be integrated into device navigation and content search, engaging consumers at a point of high receptivity and enabling them to immerse themselves in a rich brand experience. As a result, over 50% of U.S. connected-TV households surveyed by Rovi consider these ads as content, containing useful and valuable information, and they are much more likely to remember and click on these ads."

Other key data points:

• 55% of connected-TV households earn at least $75,000 annually and own 11 Internet-enabled devices on average
• 72% of connected-TV owners say the connected platform makes watching TV more convenient, and 65% said the technology makes the TV experience more enjoyable
• 49% of connected-TV viewers depend on the platform when they are unsure what to watch
• 58% of Rovi-served connected households indicate that advertising in the connected platform is an effective medium to communicate with viewers in the household

“Consumers are more receptive to advertising that takes this brand-infused approach,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “Advertising on connected TVs that provides more immersive brand experiences has a positive impact on consumers. Over 80% of our connected-TV households state they consider these advanced campaigns to be valuable sources of brand information."

Connected-TV households in this whitepaper are defined as households with either a smart TV or Blu-ray player connected to the Internet. Adding connectivity to these devices has opened these screens to interactive advertising, new program guides, and opportunities to promote premium services such as video-on-demand. Parks Associates research forecasts over 70 million Blu-ray players, the vast majority Internet-connectable, will be sold worldwide in 2016.

The whitepaper, available on Rovi's and Parks Associates' websites, highlights video-viewing activities, ad recall and response triggers, and second-screen activities for connected-TV households in the U.S., the U.K., Canada, and Germany. To download a copy of the whitepaper, visit http://www.parksassociates.com/connectedtv or http://www.roviadnetwork.com/resources.html.

Parks Associates is hosting CONNECTIONS™ Europe, November 13-14 in Amsterdam; CONNECTIONS™ Summit: Monetizing the Connected Home, January 8 in Las Vegas; Smart Energy Summit: Engaging the Consumer, February 25-27 in San Antonio; and CONNECTIONS™: The Premier Connected Home Conference, co-located with CTIA, May 21-23 in Las Vegas. These executive events feature analysis and executive insight into the consumer and market trends in the connected home markets.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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